Nairobi, July 16 -- Betting firms will be subject to a double-layer approval of gambling advertisements under new rules aimed at promoting responsible gaming and protecting minors.

New regulations demand that gambling advertisements be approved by the Gambling Regulatory Authority of Kenya and the Kenya Film and Classification Board before publication or airing on media outlets.

"They also mandate responsible gambling messaging and prohibit advertisements targeting minors, portraying gambling as a means of financial success, or featuring celebrities, influencers, former winners or persons holding positions of public trust. Restrictions also apply to the timing and placement of advertisements," law firm Bowmans points out in a note on th...